M

MID-AUTUMN FESTIVAL

MOON CAKE?

Where to buy?

When to buy?

Which will choose?

Kinh Do

Huu Nghi

Other?

Stimulusrespond model of buyer behaviour

CONSUMER BUYER BEHAVIOUR PROCESS

Class: EBBA 3AInstructor: Nguyen Thi Thu Trang (MSc.)

GROUP 1: Nguyen Thi LienVu Tuan AnhNguyen Trung Hieu

 

CONSUMER BUYER BEHAVIOUR PROCESS

I. Definition

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase decision

5. Postpurchase behaviour

II. Customer buyer behaviour process

DENIFITION

Consumer behaviour is the processes use to select, secure, and dispose of products, services, experi-ences, or ideas to satisfy the consumer need

Economic

Psycology

Social Study

CONSUMER BUYER BEHAVIOUR PROCESS

Problem RecognitionProblem Recognition

Information SearchInformation Search

Evaluation of AlternativesEvaluation of Alternatives

Purchase DecisionPurchase Decision

Postpurchase behaviourPostpurchase behaviour

1. Problem Recognition(awareness of need)

The first stage of the buyer decision process in which the consumer recognises a problem or need.

Problem Recognition(awareness of need)

MASLOW’S HIERARCHYOF NEED

2. Information search

Once the problem has been recognised, the consumer will start to search for items thats capable of satisfy their need, when they start searching

Internal search

External search

Information categories

ExperientialSources

Personal sources

Commercialsources

Public sources

According to Philip Kotler, information sources fall into 4 categories:

3. Evaluation of Alternatives

The consumer start to establish criteria for evaluation, these criteria may differ from person to person similar to information search men-tioned above. Rank alternatives to find possible solution or return to step 2 - search

4. Purchase decision

The stage of buyer deci-sion process in

which the consumer actually buys the

product

Sudden factor

Purchase

5. Postpurchase behaviour

The stage of behaviour decision process in which consumer take further action after purchase based on their satisfaction or disatisfaction

THANK YOU FOR YOUR LISTERNING